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SAN FRANCISCO (MarketWatch)Google
Inc. reported higher profit and sales, but the company’sas the tech giant’s results fell short of expectationsThe company also announced a plan to “continue to make significant capital
expenditures.”

The Mountain View, Calif. company reported a
second-quarter profit of $9.71 billion, or $9.54 a share, compared with a profit
of $8.54 billion, or $8.42 a share, for the year-earlier period

Revenue, minus traffic acquisition costs, rose to $11.1
billion from $9.61 billion in the same quarter the previous year. Adjusted
profit was $9.56 a shareAnalysts polled by FactSet on average expect the company to post a profit of
$10.80 a share, on revenue of $11.37 billion“There are plenty of things not to like in this report,”
BGC Partners analyst Colin Gills told MarketWatch

One point he cited was cost-per-click, the prices paid
for Google advertising. Google reported a 6% year-over-year drop in CPCs for the
second quarter

In the previous quarter, that number fell by only 4%

“It’s
going in the wrong direction,” Gillis said

“It didn’t get better. It got
worse.”

That trend is striking given expectations that CPCs
would improve as Google rolls out a new system of selling ads, called enhanced
campaigns

That system would allow advertisers to launch campaigns for both
desktop and mobile devices

Ad pricing tends to be lower in mobile, and analysts
speculate that the new system could lead to improved overall pricing

On the earnings call, Chief Executive Larry Page
defended the shift to enhanced campaigns, saying Google is in “early stages of a
very, very major changeI think we’re very pleased with how it’s going.”Gillis said the results shows Google is “a maturing
company” with shrinking margins
But on the call, Chief Financial Officer Patrick
Pichette said, “We care about revenue growth we care about profitabilityWe
care about both and as I said before, we’re not in a business to lose money
Regarding margins, we really look at every incremental profit dollar that
creates shareholder value.”